Research and Evaluation

This week’s readings covered off research and evaluation in the Public Relations functions. I actually took the more from this reading than any other previous readings, I think that the information Johnson and Zawawi provided was insightful but more than that current! From a marketing perspective and subsequently a public relations viewpoint research has become quite a pertinent issue in the digital world given audience fragmentation and media clutter (Kitchen, 1996). Johnson and Zawawi (2004) outline why research is necessary and what methodologies are available to practitioners in order to enact research.

I particularly liked the references to the need to understand the external environment, something that I really hadn’t seen linked to [market] research before.

It made me think about PR in that…

…practitioners face constraints not unlike marketers involved in market research. Johnson and Zawawi (2004) mention that some PR practitioners might be tempted to skip the research stage of a campaign because of the time that it takes up and in the rush to get a campaign out there it (research) might be seen as unnecessary. While Johnson and Zawawi (2004) mention three constraints to PR research – i.e. time, money and human resource – I think that a fourth, currency, could be added given today’s climate for change. By currency I mean how long the research will remain up-to-date. A model to measure idea currency is the diffusion curve and can be found at http://www.12manage.com/methods_rogers_innovation_adoption_curve.html

…it highlighted the importance to identify how research will provide ROI. Organisation’s today are increasingly being pressured to provide substantial returns to shareholders and accordingly monitor every cent and ensure that investments are returned. It isn’t always easy for PR practitioners to illustrate return on investment and often the returns aren’t seen for several months after the campaign has finished.

…there are more options for research than the traditional survey and PR practitioners must choose the research option that will fit with the campaign strategy and provide the best results.

I think the most important part of the readings were….the explanation of inputs, outputs and outcomes when it comes to phases of research. Inputs come first and provide the base and outputs are made throughout the development and implementation stages of the campaign and outcomes are the insights that PR practitioners take at the end of a campaign. I had never encountered this explanation of research and found it easy to follow (and who knows had I had it during my marketing research course I may have done better). The authors also don’t miss the point that it is important that research is ongoing throughout the campaign so little nuances aren’t missed.

References

Johnston, J. and Zawawi, C. 2004, Public relations: theory and practice. 2nd edition. Crows Nest: Allen & Unwin
Kitchen, P. J. 1996, Public Relations in the promotional mix: a three-phase analysis, Marketing Intelligence & Planning, 14(2) pp5-12.

this week i commented on Lauries blog http://cmns1290lauriealexander.blogspot.com